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Cierra Yetts (IMC 19)

Employer Brand Specialist at R1 RCM
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Cierra Yetts (IMC19) is currently an employer brand specialist at R1 RCM—a management company that helps hospitals manage their revenue cycle with tasks such as hospital billing, coding, scheduling and patient financial counseling. The company is also a technology innovation leader in patient experience.

Tell us briefly about your career journey.

I graduated undergrad from Michigan State University with a major in communications and a minor in Spanish. I was a human biology major for three years before I decided to switch to communications. This meant that I spent my senior year doing internships to get work experience.

My first internship was doing digital marketing and analytics at the Broadmoor Hotel in Colorado Springs. At the time, I aspired to be a social media manager, which is still a lot of the work I do today.

The second internship I took was doing communication and public relations measurement analytics at Southwest Airlines. There I learned how to measure the sentiment of marketing and communication campaigns, which was really exciting work.

Shortly after those internships and graduation, I was recruited to work at Louis Vuitton Client Services as one of the first 50 employees in their new office in Dallas. I worked at Louis Vuitton for a little under two years on their social correspondence team. 

I eventually decided to enroll in the IMC program because I wanted to expand my network, skills and knowledge of brand marketing communications. I also wanted more exposure as to how the best brands are changing the ways we engage with them through messaging, campaigns and storytelling.

What skills did you gain at Medill or what experiences did you have that were particularly beneficial?

One of the courses I have found most valuable was the Product and Business Innovation Studio. This course gave me exposure to working cross-collaboratively with all types of people. It also helped me gain an understanding of how you can take a design thinking approach to solve problems and it gave me a better understanding of human-centered design, which has been a complete game-changer for me.

Another important course was Content Strategy, which taught me the fundamentals of how to create a comprehensive brand strategy as well as the importance of brand guidelines, voice, and tone to guide how you want to engage with customers. These skills really helped me in my summer internship at Airbnb doing content strategy and have continued to serve me well in my career. 

What did you do during your Immersion Quarter and what did you gain from that experience?

I was a product content strategy intern at Airbnb on the Experience Guest Design team. As part of the team, I produced six UX writing projects that were integrated into the platform (promotional pricing, referrals and promotional emails). I was also a lead content writer for a project that was the first ever featured on the homepage of Airbnb mobile/web used to drive a five percent increase in brand lift for Airbnb Experiences.

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